Avian flu awareness‐raising campaign communication strategy

Highly pathogenic avian influenza (HPAI) remains a persistent and recurring threat to poultry production in the EU, requiring not only technical control measures but sustained behavioural compliance with farm‐level biosecurity. EFSA commissioned Verian to develop a pan‐European, multiannual communication strategy aimed at increasing the general awareness of the risks and suitable measures to foster the uptake and long‐term maintenance of priority biosecurity behaviours across the poultry sector. The strategy was informed by a target audience segmentation analysis identifying distinct groups with different risk perceptions, behavioural drivers, and communication needs. To support evidence‐based campaign design, a situational analysis reviewed key transmission pathways and assessed the feasibility and behavioural determinants of preventative and remedial measures. In parallel, a stakeholder mapping exercise identified trusted intermediaries and multipliers capable of increasing message credibility and reach across target groups, including veterinarians, producer organisations, animal‐health authorities, supply‐chain actors and peer networks. Based on these findings, a strategy is proposed to prioritise a set of flagship biosecurity measures that are both effective and feasible, such as controlling farm access, hygiene at entry, separation of clean and dirty areas, separation of birds, and early reporting of suspicious signs. The campaign proposal is structured as a three‐year communication pathway: Year 1 establishes a shared understanding of transmission logic and strengthens trust in recommended practices; Year 2 supports implementation through practical micro‐learning tools and intermediary‐led reinforcement; Year 3 focuses on preventing behavioural relapse through seasonal reminders and routine stabilisation. The strategy provides a coherent framework for EU‐level communication, designed to be adapted and delivered through national systems while maintaining consistent messaging and proposes an evaluation plan to measure campaign success that allows drawing conclusions and the provision of recommendations.

This publication is linked to the following EFSA Supporting Publications articles: http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-9907; http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2026.EN-10003